Client & Challenge
Zarkam, the dynamic food brand known for its slogan “the king of taste,” set out to launch a high-impact awareness campaign for five of its snack products: Bisbox, Hanpers, Triperz, Winkers, and a brand-new addition.
The challenge was ambitious—create one unified campaign that could connect with two very different yet equally valuable audiences: the trend-conscious Gen Z and the established 35–40 age group. The idea had to be powerful, universal, and instantly relatable across both demographics.
Creative & Strategic Approach
We rooted the campaign in one of the most positive and universal emotions: happiness. From this came the big idea—“Sweet Smiles” Every snack bite should spark the joy of a smile, turning consumption into an emotional experience.
To give the products personality and make the message memorable, we designed five cheerful characters, each inspired by its product’s colors, packaging, and unique identity. Together, they formed a vibrant and joyful brand world that immediately resonated with audiences.
Execution & Media Placement
The idea came to life through five bespoke artworks, each starring one of the snack characters. These visuals were rolled out strategically across high-visibility OOH and POS media channels to maximize impact:
- City billboards
- Strobilboards
- Point-of-sale materials (POSM)
Results & Impact
The campaign successfully elevated Zarkam’s visibility and strengthened its positioning in a crowded market.
- +45% Brand Recall: Post-campaign surveys showed a significant lift across both demographics.
- Emotional Connection: The cheerful characters and “bite = smile” concept tied the brand directly to feelings of joy and satisfaction.
- Cross-Generational Appeal: Gen Z connected with the vibrant, character-driven visuals, while older consumers resonated with the universal message of simple happiness.
- Sales Growth: The prominent POSM presence directly boosted product purchases during the campaign period.
Key Takeaways
- A universal emotional idea can bridge diverse demographics with ease.
- Character-led storytelling brings products to life, making them relatable and memorable.
- An integrated OOH + POS approach not only builds awareness but also drives immediate conversion at the point of sale.
